diff --git a/src/up.cmd.js b/src/up.cmd.js
index 2b34beab..892ca462 100644
--- a/src/up.cmd.js
+++ b/src/up.cmd.js
@@ -86,6 +86,11 @@ export default class UpCommand extends AbstractServerCommand {
     }
     if (!this._url) {
       await this.verifyUrl(this._gitUrl, ref);
+    } else if (/\{\{(owner|repo)+\}\}/.test(this._url)) {
+      const { owner, repo } = await GitUtils.getOriginURL(this.directory);
+      this._url = this._url
+        .replace(/\{\{owner\}\}/, owner)
+        .replace(/\{\{repo\}\}/, repo);
     }
     this._project.withProxyUrl(this._url);
     await this.initServerOptions();
diff --git a/test/up-cmd.test.js b/test/up-cmd.test.js
index 9ae0b42b..9137265c 100644
--- a/test/up-cmd.test.js
+++ b/test/up-cmd.test.js
@@ -157,6 +157,49 @@ describe('Integration test for up command with helix pages', function suite() {
     assert.strictEqual(opened, `http://localhost:${port}/`);
   });
 
+  it('up command correctly replaces variables in url', async () => {
+    const MockedCommand = await esmock('../src/up.cmd.js', {
+      '../src/abstract-server.cmd.js': await esmock('../src/abstract-server.cmd.js'),
+    });
+    initGit(testDir, 'https://github.com/adobe/dummy-foo.git', 'test');
+    const cmd = new MockedCommand()
+      .withLiveReload(false)
+      .withDirectory(testDir)
+      .withOpen(false)
+      .withHttpPort(0)
+      .withUrl('https://main--{{repo}}--{{owner}}.hlx.page');
+
+    nock('https://main--dummy-foo--adobe.hlx.page')
+      .get('/index.html')
+      .reply(200, '## Welcome');
+
+    let port;
+    await new Promise((resolve, reject) => {
+      let error = null;
+      cmd
+        .on('started', async () => {
+          try {
+            // eslint-disable-next-line no-underscore-dangle
+            assert.equal(cmd._url, 'https://main--dummy-foo--adobe.hlx.page');
+            port = cmd.project.server.port;
+            const ret = await assertHttp(`http://127.0.0.1:${port}/index.html`, 200);
+            assert.strictEqual(ret.trim(), '## Welcome');
+          } catch (e) {
+            error = e;
+          }
+          await cmd.stop();
+        })
+        .on('stopped', () => {
+          if (error) {
+            reject(error);
+          }
+          resolve();
+        })
+        .run()
+        .catch(reject);
+    });
+  });
+
   it('up command delivers correct response (branch with slash).', (done) => {
     initGit(testDir, 'https://github.com/adobe/dummy-foo.git', 'tripod/test');
     let error = null;