diff --git a/Makefile b/Makefile
index 9ad1ed53..c02d0b2a 100644
--- a/Makefile
+++ b/Makefile
@@ -1,4 +1,4 @@
-ORG     := $(shell basename $(realpath ..))
+ORG     ?= $(shell basename $(realpath ..))
 PKGS    := $(shell go list ./... | grep -v /vendor/)
 
 build:
@@ -42,13 +42,13 @@ release: pristine cross
 .PHONY: release
 
 image: cross
-	docker build -t quay.io/roboll/helmfile:${TAG} .
+	docker build -t quay.io/${ORG}/helmfile:${TAG} .
 
 run: image
-	docker run --rm -it -t quay.io/roboll/helmfile:${TAG} sh
+	docker run --rm -it -t quay.io/${ORG}/helmfile:${TAG} sh
 
 push: image
-	docker push quay.io/roboll/helmfile:${TAG}
+	docker push quay.io/${ORG}/helmfile:${TAG}
 
 tools:
 	go get -u github.com/tcnksm/ghr github.com/mitchellh/gox