diff --git a/internal/env/env.go b/internal/env/env.go
index 9b4c93c9..48c46da4 100644
--- a/internal/env/env.go
+++ b/internal/env/env.go
@@ -8,6 +8,7 @@ import (
 	"os"
 	"os/exec"
 	"path/filepath"
+	"regexp"
 	"strings"
 	"sync"
 	"time"
@@ -314,28 +315,43 @@ func fetchAPIResources() ([]string, error) {
 	return lines, nil
 }
 
-func IsInStackroxRepository() bool {
-	// TODO(#91): This assumes that:
-	// - origin is the name of the upstream remote (not true if someone cloned their fork)
-	// - the git transport was used
-	// How about instead looking for "# StackRox Kubernetes Security Platform" in README?
-	cmd := exec.Command("git", "remote", "get-url", "origin")
-	outputBytes, err := cmd.Output()
-	if err != nil {
+func IsInStackroxRepository(log *logger.Logger) bool {
+	out, err := exec.Command("git", "remote", "-v").Output()
+	if exitErr, ok := errors.AsType[*exec.ExitError](err); ok {
+		log.Dimf("Not a git repository, ignoring ('git remote' returned %d)", exitErr.ExitCode())
 		return false
 	}
-	outputLines := strings.Split(string(outputBytes), "\n")
-	if len(outputLines) == 0 {
+	if err != nil {
+		log.Dimf("Invoking 'git remote' failed: %v", err)
 		return false
 	}
-	return outputLines[0] == "git@github.com:stackrox/stackrox.git"
+	for line := range strings.SplitSeq(string(out), "\n") {
+		fields := strings.Fields(line)
+		if len(fields) < 2 {
+			continue
+		}
+		remote := fields[1]
+		if isStackRoxRepositoryRemote(remote) {
+			log.Dimf("Identified repository as a clone of stackrox/stackrox based on the configured git remote %q", remote)
+			return true
+		}
+	}
+	log.Dim("Repository does not seem to be a clone of stackrox/stackrox based on the configured git remotes")
+	return false
+}
+
+var stackroxRepoPattern = regexp.MustCompile(`[/:]stackrox/stackrox(\.git)?$`)
+
+func isStackRoxRepositoryRemote(remote string) bool {
+	return stackroxRepoPattern.MatchString(remote)
 }
 
-func GetStackroxRepositoryTag() (string, error) {
+func GetStackroxRepositoryTag(log *logger.Logger) (string, error) {
 	topLevelDir, err := getStackRoxTopLevelDir()
 	if err != nil {
 		return "", fmt.Errorf("getting stackrox top level directory: %w", err)
 	}
+	log.Dimf("Invoking 'make tag' in directory %q", topLevelDir)
 	cmd := exec.Command("make", "-s", "-C", topLevelDir, "tag")
 	outputBytes, err := cmd.Output()
 	if err != nil {
diff --git a/internal/env/env_test.go b/internal/env/env_test.go
index b9ccdb7c..b5cf6c1d 100644
--- a/internal/env/env_test.go
+++ b/internal/env/env_test.go
@@ -325,6 +325,33 @@ func TestClusterTypeString(t *testing.T) {
 	}
 }
 
+func TestIsStackRoxRepositoryRemote(t *testing.T) {
+	tests := []struct {
+		remote string
+		want   bool
+	}{
+		{"git@github.com:stackrox/stackrox.git", true},
+		{"git@github.com:stackrox/stackrox", true},
+		{"https://github.com/stackrox/stackrox.git", true},
+		{"https://github.com/stackrox/stackrox", true},
+		{"ssh://git@github.com/stackrox/stackrox.git", true},
+		{"ssh://git@github.com/stackrox/stackrox", true},
+		{"git@github.com:someone/stackrox.git", false},
+		{"git@github.com:stackrox/other.git", false},
+		{"git@github.com:foo-stackrox/stackrox-bar.git", false},
+		{"git@github.com:foo-stackrox/stackrox.git", false},
+		{"git@github.com:stackrox/stackrox-bar.git", false},
+		{"", false},
+	}
+
+	for _, tt := range tests {
+		t.Run(tt.remote, func(t *testing.T) {
+			got := isStackRoxRepositoryRemote(tt.remote)
+			assert.Equal(t, tt.want, got, "isStackRoxRepositoryRemote(%q)", tt.remote)
+		})
+	}
+}
+
 func TestDefaultDetector_Detect(t *testing.T) {
 	tests := []struct {
 		name        string
diff --git a/internal/helpers/tag.go b/internal/helpers/tag.go
index c7b8f692..6c2050b8 100644
--- a/internal/helpers/tag.go
+++ b/internal/helpers/tag.go
@@ -17,29 +17,32 @@ import (
 )
 
 func LookupMainImageTag(ctx context.Context, log *logger.Logger) (string, error) {
-	log.Info("Looking up main image tag")
+	log.Dim("Checking if main image tag is defined in the environment")
 	if tag := os.Getenv("MAIN_IMAGE_TAG"); tag != "" {
-		log.Dimf("Using MAIN_IMAGE_TAG from environment: %s", tag)
+		log.Infof("Using MAIN_IMAGE_TAG from environment: %s", tag)
 		return tag, nil
 	}
-	if env.IsInStackroxRepository() {
-		tag, err := env.GetStackroxRepositoryTag()
+	log.Dim("Checking if current working directory is checkout of stackrox/stackrox repository")
+	if env.IsInStackroxRepository(log) {
+		tag, err := env.GetStackroxRepositoryTag(log)
 		if err != nil {
 			log.Dimf("Error retrieving stackrox repository tag: %v", err)
 			return "", err
 		}
-		log.Dimf("Using stackrox repository tag: %s", tag)
+		log.Infof("Using stackrox repository tag: %s", tag)
 		return tag, nil
 	}
 
-	log.Warningf("No MAIN_IMAGE_TAG found in the environment, looking up latest release tag on registry")
-	log.Warning("To use a different tag, set the MAIN_IMAGE_TAG environment variable")
+	log.Warning("No tag specific and no MAIN_IMAGE_TAG found in the environment, looking up latest release tag on registry")
+	log.Warning("To use a different tag, use `--tag` or set the MAIN_IMAGE_TAG environment variable")
 	log.Warning("Alternatively, execute roxie from within the stackrox repository, in which case the currently checked out stackrox tag will be used")
 
+	log.Dim("Checking what the latest released version tag is")
 	latestTag, err := LookupLatestTag(ctx, log)
 	if err != nil {
 		return "", fmt.Errorf("looking up latest release tag: %w", err)
 	}
+	log.Infof("Using latest released tag %v", latestTag)
 
 	return latestTag, nil
 }