diff --git a/Makefile b/Makefile
index afd19f8d5..18620e0ca 100644
--- a/Makefile
+++ b/Makefile
@@ -1,11 +1,9 @@
-PUSH?=
-
 REGISTRY?=git.frostfs.info
 REGISTRY_NAMESPACE?=truecloudlab
 REGISTRY_USER?=$(REGISTRY_NAMESPACE)
 REGISTRY_PASSWORD?=
 
-IMAGE=$(REGISTRY)/$(REGISTRY_NAMESPACE)/env
+IMAGE?=$(REGISTRY)/$(REGISTRY_NAMESPACE)/env
 
 TAGS=$(patsubst %/.,%,$(wildcard */.))
 .PHONY: $(TAGS)