diff --git a/Dockerfile b/Dockerfile
index dab0723..c605e99 100644
--- a/Dockerfile
+++ b/Dockerfile
@@ -28,7 +28,8 @@ RUN pip install --install-option="--prefix=/install" \
 # django_auth_ldap is required for ldap
       django_auth_ldap
 
-COPY .netbox/netbox/requirements.txt /
+ARG NETBOX_PATH
+COPY ${NETBOX_PATH}/requirements.txt /
 RUN pip install --install-option="--prefix=/install" -r /requirements.txt 
 
 ###
@@ -53,7 +54,9 @@ RUN apk add --no-cache \
 WORKDIR /opt
 
 COPY --from=builder /install /usr/local
-COPY .netbox/netbox /opt/netbox
+
+ARG NETBOX_PATH
+COPY ${NETBOX_PATH} /opt/netbox
 
 COPY docker/configuration.docker.py /opt/netbox/netbox/netbox/configuration.py
 COPY configuration/gunicorn_config.py /etc/netbox/config/
@@ -69,13 +72,11 @@ ENTRYPOINT [ "/opt/netbox/docker-entrypoint.sh" ]
 
 CMD ["gunicorn", "-c /etc/netbox/config/gunicorn_config.py", "netbox.wsgi"]
 
-LABEL SRC_URL="$URL"
-
-ARG NETBOX_DOCKER_PROJECT_VERSION=snapshot
-LABEL NETBOX_DOCKER_PROJECT_VERSION="$NETBOX_DOCKER_PROJECT_VERSION"
-
-ARG NETBOX_BRANCH=custom_build
-LABEL NETBOX_BRANCH="$NETBOX_BRANCH"
+LABEL NETBOX_DOCKER_PROJECT_VERSION="custom build" \
+      NETBOX_BRANCH="custom build" \
+      ORIGINAL_DOCKER_TAG="custom build" \
+      NETBOX_GIT_COMMIT="not built from git" \
+      NETBOX_GIT_URL="not built from git"
 
 #####
 ## LDAP specific configuration
diff --git a/README.md b/README.md
index aa23275..e8fed85 100644
--- a/README.md
+++ b/README.md
@@ -82,9 +82,6 @@ export VERSION=v2.6.6
 docker-compose up -d
 ```
 
-Hint: If you're building a specific version by tag name, the `--no-cache` argument is not strictly necessary.
-This can increase the build speed if you're just adjusting the config, for example.
-
 [git-ref]: https://git-scm.com/book/en/v2/Git-Internals-Git-References
 [netbox-github]: https://github.com/netbox-community/netbox/releases
 
diff --git a/build-all.sh b/build-all.sh
index 0ba18ed..462a83a 100755
--- a/build-all.sh
+++ b/build-all.sh
@@ -18,9 +18,6 @@ fi
 
 ERROR=0
 
-# Don't build if not on `master` and don't build if on a pull request,
-# but build when DEBUG is not empty
-
 for BUILD in "${BUILDS[@]}"; do
   echo "🛠 Building '$BUILD' from '$DOCKERFILE'"
   case $BUILD in
diff --git a/build-latest.sh b/build-latest.sh
index ef97569..f16e211 100755
--- a/build-latest.sh
+++ b/build-latest.sh
@@ -72,42 +72,6 @@ if [ "${PRERELEASE}" == "true" ]; then
   fi
 fi
 
-###
-# Compose DOCKER_TAG to build
-###
-if [ -z "$DOCKER_TARGET" ] || [ "$DOCKER_TARGET" == "main" ]; then
-  DOCKER_TAG="${VERSION}"
-else
-  DOCKER_TAG="${VERSION}-${DOCKER_TARGET}"
-fi
-
-###
-# Check if the version received is not already available on Docker Hub:
-###
-ORIGINAL_DOCKERHUB_REPO="${DOCKER_ORG-netboxcommunity}/${DOCKER_REPO-netbox}"
-DOCKERHUB_REPO="${DOCKERHUB_REPO-$ORIGINAL_DOCKERHUB_REPO}"
-
-# Bearer Token
-URL_DOCKERHUB_TOKEN="https://auth.docker.io/token?service=registry.docker.io&scope=repository:${DOCKERHUB_REPO}:pull"
-BEARER_TOKEN="$($CURL "${URL_DOCKERHUB_TOKEN}" | jq -r .token)"
-
-# Actual API call
-URL_DOCKERHUB_TAG="https://registry.hub.docker.com/v2/${DOCKERHUB_REPO}/tags/list"
-AUTHORIZATION_HEADER="Authorization: Bearer ${BEARER_TOKEN}"
-ALREADY_BUILT="$($CURL -H "${AUTHORIZATION_HEADER}" "${URL_DOCKERHUB_TAG}" | jq -e ".tags | any(.==\"${DOCKER_TAG}\")")"
-
-###
-# Only build the image if it's not already been built before
-###
-if [ -n "$DEBUG" ] || [ "$ALREADY_BUILT" == "false" ]; then
-  if [ -n "$DEBUG" ]; then
-    echo "⚠️ Would not build, because ${DOCKER_TAG} already exists on https://hub.docker.com/r/${DOCKERHUB_REPO}, but DEBUG is enabled."
-  fi
-
-  # shellcheck disable=SC2068
-  ./build.sh "${VERSION}" $@
-  exit $?
-else
-  echo "✅ ${DOCKER_TAG} already exists on https://hub.docker.com/r/${DOCKERHUB_REPO}"
-  exit 0
-fi
+# shellcheck disable=SC2068
+./build.sh "${VERSION}" $@
+exit $?
diff --git a/build.sh b/build.sh
index 72428ae..c9ee110 100755
--- a/build.sh
+++ b/build.sh
@@ -8,58 +8,78 @@ set -e
 if [ "${1}x" == "x" ] || [ "${1}" == "--help" ] || [ "${1}" == "-h" ]; then
   echo "Usage: ${0} <branch> [--push|--push-only]"
   echo "  branch       The branch or tag to build. Required."
-  echo "  --push       Pushes built the Docker image to the registry."
-  echo "  --push-only  Does not build. Only pushes the Docker image to the registry."
+  echo "  --push       Pushes the built Docker image to the registry."
+  echo "  --push-only  Only pushes the Docker image to the registry, but does not build it."
   echo ""
   echo "You can use the following ENV variables to customize the build:"
-  echo "  BRANCH   The branch to build."
-  echo "           Also used for tagging the image."
-  echo "  TAG      The version part of the docker tag."
-  echo "           Default:"
-  echo "             When <BRANCH>=master:  latest"
-  echo "             When <BRANCH>=develop: snapshot"
-  echo "             Else:          same as <BRANCH>"
-  echo "  DOCKER_ORG The Docker registry (i.e. hub.docker.com/r/<DOCKER_ORG>/<DOCKER_REPO>)"
-  echo "           Also used for tagging the image."
-  echo "           Default: netboxcommunity"
-  echo "  DOCKER_REPO The Docker registry (i.e. hub.docker.com/r/<DOCKER_ORG>/<DOCKER_REPO>)"
-  echo "           Also used for tagging the image."
-  echo "           Default: netbox"
+  echo "  SRC_ORG     Which fork of netbox to use (i.e. github.com/\${SRC_ORG}/\${SRC_REPO})."
+  echo "              Default: netbox-community"
+  echo "  SRC_REPO    The name of the repository to use (i.e. github.com/\${SRC_ORG}/\${SRC_REPO})."
+  echo "              Default: netbox"
+  echo "  URL         Where to fetch the code from."
+  echo "              Must be a git repository. Can be private."
+  echo "              Default: https://github.com/\${SRC_ORG}/\${SRC_REPO}.git"
+  echo "  NETBOX_PATH The path where netbox will be checkout out."
+  echo "              Must not be outside of the netbox-docker repository (because of Docker)!"
+  echo "              Default: .netbox"
+  echo "  SKIP_GIT    If defined, git is not invoked and \${NETBOX_PATH} will not be altered."
+  echo "              This may be useful, if you are manually managing the NETBOX_PATH."
+  echo "              Default: undefined"
+  echo "  TAG         The version part of the docker tag."
+  echo "              Default:"
+  echo "                When \${BRANCH}=master:  latest"
+  echo "                When \${BRANCH}=develop: snapshot"
+  echo "                Else:          same as \${BRANCH}"
+  echo "  DOCKER_ORG  The Docker registry (i.e. hub.docker.com/r/\${DOCKER_ORG}/\${DOCKER_REPO})"
+  echo "              Also used for tagging the image."
+  echo "              Default: netboxcommunity"
+  echo "  DOCKER_REPO The Docker registry (i.e. hub.docker.com/r/\${DOCKER_ORG}/\${DOCKER_REPO})"
+  echo "              Also used for tagging the image."
+  echo "              Default: netbox"
   echo "  DOCKER_FROM The base image to use."
-  echo "           Default: Whatever is defined as default in the Dockerfile."
-  echo "  DOCKER_TAG The name of the tag which is applied to the image."
-  echo "           Useful for pushing into another registry than hub.docker.com."
-  echo "           Default: <DOCKER_ORG>/<DOCKER_REPO>:<BRANCH>"
+  echo "              Default: Whatever is defined as default in the Dockerfile."
+  echo "  DOCKER_TAG  The name of the tag which is applied to the image."
+  echo "              Useful for pushing into another registry than hub.docker.com."
+  echo "              Default: \${DOCKER_ORG}/\${DOCKER_REPO}:\${TAG}"
   echo "  DOCKER_SHORT_TAG The name of the short tag which is applied to the"
-  echo "           image. This is used to tag all patch releases to their"
-  echo "           containing version e.g. v2.5.1 -> v2.5"
-  echo "           Default: <DOCKER_ORG>/<DOCKER_REPO>:\$MAJOR.\$MINOR"
-  echo "  DOCKERFILE The name of Dockerfile to use."
-  echo "           Default: Dockerfile"
+  echo "              image. This is used to tag all patch releases to their"
+  echo "              containing version e.g. v2.5.1 -> v2.5"
+  echo "              Default: \${DOCKER_ORG}/\${DOCKER_REPO}:<MAJOR>.<MINOR>"
+  echo "  DOCKERFILE  The name of Dockerfile to use."
+  echo "              Default: Dockerfile"
   echo "  DOCKER_TARGET A specific target to build."
-  echo "           It's currently not possible to pass multiple targets."
-  echo "           Default: main ldap"
-  echo "  SRC_ORG  Which fork of netbox to use (i.e. github.com/<SRC_ORG>/<SRC_REPO>)."
-  echo "           Default: netbox-community"
-  echo "  SRC_REPO The name of the netbox for to use (i.e. github.com/<SRC_ORG>/<SRC_REPO>)."
-  echo "           Default: netbox"
-  echo "  URL      Where to fetch the package from."
-  echo "           Must be a tar.gz file of the source code."
-  echo "           Default: https://github.com/<SRC_ORG>/<SRC_REPO>/archive/\$BRANCH.tar.gz"
-  echo "  HTTP_PROXY The proxy to use for http requests."
-  echo "           Example: http://proxy.domain.tld:3128"
-  echo "           Default: empty"
-  echo "  HTTPS_PROXY The proxy to use for https requests."
-  echo "           Example: http://proxy.domain.tld:3128"
-  echo "           Default: empty"
-  echo "  FTP_PROXY The proxy to use for ftp requests."
-  echo "           Example: http://proxy.domain.tld:3128"
-  echo "           Default: empty"
-  echo "  NO_PROXY Comma-separated list of domain extensions proxy should not be used for."
-  echo "           Example: .domain1.tld,.domain2.tld"
-  echo "           Default: empty"
-  echo "  DEBUG    If defined, the script does not stop when certain checks are unsatisfied."
-  echo "  DRY_RUN  Prints all build statements instead of running them."
+  echo "              It's currently not possible to pass multiple targets."
+  echo "              Default: main ldap"
+  echo "  HTTP_PROXY  The proxy to use for http requests."
+  echo "              Example: http://proxy.domain.tld:3128"
+  echo "              Default: undefined"
+  echo "  NO_PROXY    Comma-separated list of domain extensions proxy should not be used for."
+  echo "              Example: .domain1.tld,.domain2.tld"
+  echo "              Default: undefined"
+  echo "  DEBUG       If defined, the script does not stop when certain checks are unsatisfied."
+  echo "              Default: undefined"
+  echo "  DRY_RUN     Prints all build statements instead of running them."
+  echo "              Default: undefined"
+  echo ""
+  echo "Examples:"
+  echo "  ${0} master"
+  echo "              This will fetch the latest 'master' branch, build a Docker Image and tag it"
+  echo "              'netboxcommunity/netbox:latest'."
+  echo "  ${0} develop"
+  echo "              This will fetch the latest 'develop' branch, build a Docker Image and tag it"
+  echo "              'netboxcommunity/netbox:snapshot'."
+  echo "  ${0} v2.6.6"
+  echo "              This will fetch the 'v2.6.6' tag, build a Docker Image and tag it"
+  echo "              'netboxcommunity/netbox:v2.6.6' and 'netboxcommunity/netbox:v2.6'."
+  echo "  ${0} develop-2.7"
+  echo "              This will fetch the 'develop-2.7' branch, build a Docker Image and tag it"
+  echo "              'netboxcommunity/netbox:develop-2.7'."
+  echo "  SRC_ORG=cimnine ${0} feature-x"
+  echo "              This will fetch the 'feature-x' branch from https://github.com/cimnine/netbox.git,"
+  echo "              build a Docker Image and tag it 'netboxcommunity/netbox:feature-x'."
+  echo "  SRC_ORG=cimnine DOCKER_ORG=cimnine ${0} feature-x"
+  echo "              This will fetch the 'feature-x' branch from https://github.com/cimnine/netbox.git,"
+  echo "              build a Docker Image and tag it 'cimnine/netbox:feature-x'."
 
   if [ "${1}x" == "x" ]; then
     exit 1
@@ -71,7 +91,7 @@ fi
 ###
 # Determining the build command to use
 ###
-if [ -z "$DRY_RUN" ]; then
+if [ -z "${DRY_RUN}" ]; then
   DRY=""
 else
   echo "⚠️ DRY_RUN MODE ON ⚠️"
@@ -90,26 +110,31 @@ NETBOX_DOCKER_PROJECT_VERSION="${NETBOX_DOCKER_PROJECT_VERSION-$(sed -e 's/^[[:s
 SRC_ORG="${SRC_ORG-netbox-community}"
 SRC_REPO="${SRC_REPO-netbox}"
 BRANCH="${1}"
-URL="${URL-https://github.com/${SRC_ORG}/${SRC_REPO}/archive/$BRANCH.tar.gz}"
+URL="${URL-https://github.com/${SRC_ORG}/${SRC_REPO}.git}"
 
 ###
 # fetching the source
 ###
 if [ "${2}" != "--push-only" ] ; then
-  echo "🗑️ Preparing"
-  $DRY rm -rf .netbox
-  $DRY mkdir .netbox
-  echo "✅ Done preparing"
+  NETBOX_PATH="${NETBOX_PATH-.netbox}"
+  echo "🌐 Checking out '${BRANCH}' of netbox from the url '${URL}' into '${NETBOX_PATH}'"
+  if [ ! -d "${NETBOX_PATH}" ]; then
+    $DRY git clone -q --depth 10 -b "${BRANCH}" "${URL}" "${NETBOX_PATH}"
+  fi
 
-  echo "🌐 Downloading netbox from the url '${URL}'"
   (
-    $DRY cd .netbox
+    $DRY cd "${NETBOX_PATH}"
 
-    $DRY wget -qO netbox.tgz "${URL}" && \
-    $DRY tar  -xzf netbox.tgz && \
-    $DRY mv   netbox-* netbox
+    if [ -n "${HTTP_PROXY}" ]; then
+      git config http.proxy "${HTTP_PROXY}"
+    fi
+
+    $DRY git remote set-url origin "${URL}"
+    $DRY git fetch -qpP --depth 10 origin "${BRANCH}"
+    $DRY git checkout -qf FETCH_HEAD
+    $DRY git prune
   )
-  echo "✅ Downloaded netbox"
+  echo "✅ Checked out netbox"
 fi
 
 ###
@@ -120,7 +145,7 @@ DOCKERFILE="${DOCKERFILE-Dockerfile}"
 if [ ! -f "${DOCKERFILE}" ]; then
   echo "🚨 The Dockerfile ${DOCKERFILE} doesn't exist."
 
-  if [ -z "$DEBUG" ]; then
+  if [ -z "${DEBUG}" ]; then
     exit 1
   else
     echo "⚠️ Would exit here with code '1', but DEBUG is enabled."
@@ -152,13 +177,13 @@ echo "🏭 Building the following targets:" "${DOCKER_TARGETS[@]}"
 # Build each target
 ###
 for DOCKER_TARGET in "${DOCKER_TARGETS[@]}"; do
-  echo "🏗 Building the target '$DOCKER_TARGET'"
+  echo "🏗 Building the target '${DOCKER_TARGET}'"
 
   ###
   # composing the final TARGET_DOCKER_TAG
   ###
   TARGET_DOCKER_TAG="${DOCKER_TAG-${DOCKER_ORG}/${DOCKER_REPO}:${TAG}}"
-  if [ "$DOCKER_TARGET" != "main" ]; then
+  if [ "${DOCKER_TARGET}" != "main" ]; then
     TARGET_DOCKER_TAG="${TARGET_DOCKER_TAG}-${DOCKER_TARGET}"
   fi
 
@@ -173,57 +198,63 @@ for DOCKER_TARGET in "${DOCKER_TARGETS[@]}"; do
 
     DOCKER_SHORT_TAG="${DOCKER_SHORT_TAG-${DOCKER_ORG}/${DOCKER_REPO}:v${MAJOR}.${MINOR}}"
 
-    if [ "$DOCKER_TARGET" != "main" ]; then
+    if [ "${DOCKER_TARGET}" != "main" ]; then
       DOCKER_SHORT_TAG="${DOCKER_SHORT_TAG}-${DOCKER_TARGET}"
     fi
   fi
 
   ###
-  # Composing global Docker CLI arguments
-  ###
-  DOCKER_OPTS=(
-    --pull
-    --target "$DOCKER_TARGET"
-  )
-
-  ###
-  # Composing arguments for `docker build` CLI
-  ###
-  DOCKER_BUILD_ARGS=(
-    --build-arg "NETBOX_DOCKER_PROJECT_VERSION=${NETBOX_DOCKER_PROJECT_VERSION}"
-    --build-arg "NETBOX_BRANCH=${BRANCH}"
-    --build-arg "DOCKER_ORG=${DOCKER_ORG}"
-    --build-arg "DOCKER_REPO=${DOCKER_REPO}"
-  )
-  if [ -n "$DOCKER_FROM" ]; then
-    DOCKER_BUILD_ARGS+=( --build-arg "FROM=${DOCKER_FROM}" )
-  fi
-  if [ -n "$HTTP_PROXY" ]; then
-    DOCKER_BUILD_ARGS+=( --build-arg "http_proxy=${HTTP_PROXY}" )
-  fi
-  if [ -n "$HTTPS_PROXY" ]; then
-    DOCKER_BUILD_ARGS+=( --build-arg "https_proxy=${HTTPS_PROXY}" )
-  fi
-  if [ -n "$FTP_PROXY" ]; then
-    DOCKER_BUILD_ARGS+=( --build-arg "ftp_proxy=${FTP_PROXY}" )
-  fi
-  if [ -n "$NO_PROXY" ]; then
-    DOCKER_BUILD_ARGS+=( --build-arg "no_proxy=${NO_PROXY}" )
-  fi
-
-  ###
-  # Building the docker images, except if `--push-only` is passed
+  # Proceeding to buils stage, except if `--push-only` is passed
   ###
   if [ "${2}" != "--push-only" ] ; then
-    echo "🐳 Building the Docker image '${TARGET_DOCKER_TAG}'."
-    $DRY docker build -t "${TARGET_DOCKER_TAG}" "${DOCKER_BUILD_ARGS[@]}" "${DOCKER_OPTS[@]}" -f "${DOCKERFILE}" .
-    echo "✅ Finished building the Docker images '${TARGET_DOCKER_TAG}'"
-
-    if [ -n "$DOCKER_SHORT_TAG" ]; then
-      echo "🐳 Tagging image '${DOCKER_SHORT_TAG}'."
-      $DRY docker tag "${TARGET_DOCKER_TAG}" "${DOCKER_SHORT_TAG}"
-      echo "✅ Tagged image '${DOCKER_SHORT_TAG}'"
+    ###
+    # Composing all arguments for `docker build`
+    ###
+    DOCKER_BUILD_ARGS=(
+      --pull
+      --target "${DOCKER_TARGET}"
+      -f "${DOCKERFILE}"
+      -t "${TARGET_DOCKER_TAG}"
+    )
+    if [ -n "${DOCKER_SHORT_TAG}" ]; then
+      DOCKER_BUILD_ARGS+=( -t "${DOCKER_SHORT_TAG}" )
     fi
+
+    # --label
+    DOCKER_BUILD_ARGS+=(
+      --label "NETBOX_DOCKER_PROJECT_VERSION=${NETBOX_DOCKER_PROJECT_VERSION}"
+      --label "NETBOX_BRANCH=${BRANCH}"
+      --label "ORIGINAL_DOCKER_TAG=${TARGET_DOCKER_TAG}"
+    )
+    if [ -d "${NETBOX_PATH}/.git" ]; then
+      DOCKER_BUILD_ARGS+=(
+        --label "NETBOX_GIT_COMMIT=$($DRY cd ${NETBOX_PATH}; $DRY git rev-parse HEAD)"
+        --label "NETBOX_GIT_URL=$($DRY cd ${NETBOX_PATH}; $DRY git remote get-url origin)"
+      )
+    fi
+
+    # --build-arg
+    DOCKER_BUILD_ARGS+=(
+      --build-arg "NETBOX_PATH=${NETBOX_PATH}"
+      --build-arg "DOCKER_REPO=${DOCKER_REPO}"
+    )
+    if [ -n "${DOCKER_FROM}" ]; then
+      DOCKER_BUILD_ARGS+=( --build-arg "FROM=${DOCKER_FROM}" )
+    fi
+    if [ -n "${HTTP_PROXY}" ]; then
+      DOCKER_BUILD_ARGS+=( --build-arg "http_proxy=${HTTP_PROXY}" )
+      DOCKER_BUILD_ARGS+=( --build-arg "https_proxy=${HTTPS_PROXY}" )
+    fi
+    if [ -n "${NO_PROXY}" ]; then
+      DOCKER_BUILD_ARGS+=( --build-arg "no_proxy=${NO_PROXY}" )
+    fi
+
+    ###
+    # Building the docker image
+    ###
+    echo "🐳 Building the Docker image '${TARGET_DOCKER_TAG}'."
+    $DRY docker build "${DOCKER_BUILD_ARGS[@]}" .
+    echo "✅ Finished building the Docker images '${TARGET_DOCKER_TAG}'"
   fi
 
   ###
@@ -241,10 +272,3 @@ for DOCKER_TARGET in "${DOCKER_TARGETS[@]}"; do
     fi
   fi
 done
-
-###
-# Cleaning up
-###
-echo "🗑️ Cleaning up"
-$DRY rm -rf .netbox
-echo "✅ Cleaned up"