After the death of their parents, Jack and Jean-Claude (JC) Saab are left to run their family Milk Bar. The optimistic and business savvy, Jack opts to work there full-time whereas the more cynical customer loathing, JC decides to peruse a career in the creative industries. The brothers are forced to hire the seductively dangerous Margo Alpine as a part-time employee to fill in for JC when he attends the prestigious Crane Academy with his high school buddies, the quick-lipped Michael Stuyvesant and simple-minded bodybuilder, George Winfield. This is where the boys meet the self-destructive activist Lucy Lights and the hot headed and outspoken Sam Barone. Jack attempts to keep his family business afloat whereas JC tries to distance himself from the business he loathes.