american apparelStandard General, the New York hedge fund that inked a deal to bail out American Apparel on July 9, has engaged Weber Shandwick for PR.

AA, which ousted founder Dov Charney last month, said SG would provide $25M in financing in exchange for three board seats as the apparel retailer replaces five of its seven board seats, including Charney's. Both Charney and SG agreed to "standstill" and voting limitations limiting their stakes and voting influence.

The pact, dubbed a "lifeline" by the New York Times, includes a commitment to keep making AA clothing in the US.

John Dillard, SVP for Weber Shandwick, is representing Standard General. He is a former associate at Sitrick and Company, which is representing American Apparel.

AA in June bounced Charney and installed PR maven Allan Mayer, a board member, as co-chair. 

AA disclosed in a filing July 7 that it was in talks with Standard General, which had formed an agreement with Charney and controlled 43% of the company's shares. That came after a lender demanded payment on a $10M loan.