diff --git a/README.md b/README.md
index 402bb3608..6fa4be97c 100644
--- a/README.md
+++ b/README.md
@@ -281,6 +281,21 @@ This option can also be set using `-jira.regex` flag. Example:
 
 This variable is optional and default is not set (no rule will be applied).
 
+#### KEEP_LABELS
+
+List of label names to show on the UI, all other labels will be stripped.
+This allows to hide all labels except selected few that are useful on the
+alert dashboard. Accepts space separated list of label names. Examples:
+
+    KEEP_LABELS=instance
+    KEEP_LABELS="host severity"
+
+This option can also be set using `-keep.labels` flag. Example:
+
+    $ unsee -keep.labels "host severity"
+
+This variable is optional and default is not set (all labels will be shown).
+
 #### PORT
 
 HTTP port to listen on. Example:
diff --git a/internal/alertmanager/dedup.go b/internal/alertmanager/dedup.go
index b20a1545a..8b2c55b32 100644
--- a/internal/alertmanager/dedup.go
+++ b/internal/alertmanager/dedup.go
@@ -3,8 +3,10 @@ package alertmanager
 import (
 	"sort"
 
+	"github.com/cloudflare/unsee/internal/config"
 	"github.com/cloudflare/unsee/internal/models"
 	"github.com/cloudflare/unsee/internal/slices"
+	"github.com/cloudflare/unsee/internal/transform"
 )
 
 // DedupAlerts will collect alert groups from all defined Alertmanager
@@ -61,6 +63,8 @@ func DedupAlerts() []models.AlertGroup {
 		ag := models.AlertGroup(agList[0])
 		ag.Alerts = models.AlertList{}
 		for _, alert := range alerts {
+			// strip labels user doesn't want to see in the UI
+			alert.Labels = transform.StripLables(config.Config.KeepLabels, config.Config.StripLabels, alert.Labels)
 			// calculate final alert state based on the most important value found
 			// in the list of states from all instances
 			alertLFP := alert.LabelsFingerprint()
diff --git a/internal/alertmanager/dedup_test.go b/internal/alertmanager/dedup_test.go
index 1ed366400..bf8b424ab 100644
--- a/internal/alertmanager/dedup_test.go
+++ b/internal/alertmanager/dedup_test.go
@@ -35,9 +35,39 @@ func TestDedupAlerts(t *testing.T) {
 		t.Error(err)
 	}
 	alertGroups := alertmanager.DedupAlerts()
+
 	if len(alertGroups) != 10 {
 		t.Errorf("Expected %d alert groups, got %d", 10, len(alertGroups))
 	}
+
+	totalAlerts := 0
+	for _, ag := range alertGroups {
+		totalAlerts += len(ag.Alerts)
+	}
+	if totalAlerts != 24 {
+		t.Errorf("Expected %d total alerts, got %d", 24, totalAlerts)
+	}
+}
+
+func TestDedupAlertsWithoutLabels(t *testing.T) {
+	config.Config.KeepLabels = []string{"xyz"}
+	if err := pullAlerts(); err != nil {
+		t.Error(err)
+	}
+	alertGroups := alertmanager.DedupAlerts()
+	config.Config.KeepLabels = []string{}
+
+	if len(alertGroups) != 10 {
+		t.Errorf("Expected %d alert groups, got %d", 10, len(alertGroups))
+	}
+
+	totalAlerts := 0
+	for _, ag := range alertGroups {
+		totalAlerts += len(ag.Alerts)
+	}
+	if totalAlerts != 24 {
+		t.Errorf("Expected %d total alerts, got %d", 24, totalAlerts)
+	}
 }
 
 func TestDedupAutocomplete(t *testing.T) {
diff --git a/internal/alertmanager/models.go b/internal/alertmanager/models.go
index ba6149e04..c1714d4a9 100644
--- a/internal/alertmanager/models.go
+++ b/internal/alertmanager/models.go
@@ -6,7 +6,6 @@ import (
 	"sync"
 	"time"
 
-	"github.com/cloudflare/unsee/internal/config"
 	"github.com/cloudflare/unsee/internal/mapper"
 	"github.com/cloudflare/unsee/internal/models"
 	"github.com/cloudflare/unsee/internal/transform"
@@ -174,7 +173,6 @@ func (am *Alertmanager) pullAlerts(version string) error {
 			}
 
 			alert.Annotations, alert.Links = transform.DetectLinks(alert.Annotations)
-			alert.Labels = transform.StripLables(config.Config.StripLabels, alert.Labels)
 
 			transform.ColorLabel(colors, "@receiver", alert.Receiver)
 			for k, v := range alert.Labels {
diff --git a/internal/config/config.go b/internal/config/config.go
index 9ffed4ca0..9a503448b 100644
--- a/internal/config/config.go
+++ b/internal/config/config.go
@@ -36,6 +36,7 @@ type configEnvs struct {
 	SentryDSN           string             `envconfig:"SENTRY_DSN" help:"Sentry DSN for Go exceptions"`
 	SentryPublicDSN     string             `envconfig:"SENTRY_PUBLIC_DSN" help:"Sentry DSN for javascript exceptions"`
 	StripLabels         spaceSeparatedList `envconfig:"STRIP_LABELS" help:"List of labels to ignore"`
+	KeepLabels          spaceSeparatedList `envconfig:"KEEP_LABELS" help:"List of labels to keep, all other labels will be stripped"`
 	WebPrefix           string             `envconfig:"WEB_PREFIX" default:"/" help:"URL prefix"`
 }
 
diff --git a/internal/transform/strip.go b/internal/transform/strip.go
index 91b9c71c4..7e25a115d 100644
--- a/internal/transform/strip.go
+++ b/internal/transform/strip.go
@@ -9,10 +9,16 @@ import (
 // StripLables allows filtering out some labels from alerts
 // it takes the list of label keys to ignore and alert label map
 // it will return label map without labels found on the ignore list
-func StripLables(ignoredLabels []string, sourceLabels map[string]string) map[string]string {
+func StripLables(keptLabels, ignoredLabels []string, sourceLabels map[string]string) map[string]string {
+	// empty keep list means keep everything by default
+	keepAll := len(keptLabels) == 0
 	labels := map[string]string{}
 	for label, value := range sourceLabels {
-		if !slices.StringInSlice(ignoredLabels, label) {
+		// is explicitly marked to be kept
+		inKeep := slices.StringInSlice(keptLabels, label)
+		// is explicitly marked to be stripped
+		inStrip := slices.StringInSlice(ignoredLabels, label)
+		if (keepAll || inKeep) && !inStrip {
 			// strip leading and trailung space in label value
 			// this is to normalize values in case space is added by Alertmanager rules
 			labels[label] = strings.TrimSpace(value)
diff --git a/internal/transform/strip_test.go b/internal/transform/strip_test.go
index 2152588ea..a73f8d8f6 100644
--- a/internal/transform/strip_test.go
+++ b/internal/transform/strip_test.go
@@ -9,6 +9,7 @@ import (
 
 type stripTest struct {
 	strip  []string
+	keep   []string
 	before map[string]string
 	after  map[string]string
 }
@@ -16,6 +17,7 @@ type stripTest struct {
 var stripTests = []stripTest{
 	stripTest{
 		strip: []string{"env"},
+		keep:  []string{},
 		before: map[string]string{
 			"host":  "localhost",
 			"env":   "production",
@@ -28,6 +30,7 @@ var stripTests = []stripTest{
 	},
 	stripTest{
 		strip: []string{"server"},
+		keep:  []string{},
 		before: map[string]string{
 			"host":  "localhost",
 			"env":   "production",
@@ -41,6 +44,7 @@ var stripTests = []stripTest{
 	},
 	stripTest{
 		strip: []string{},
+		keep:  []string{},
 		before: map[string]string{
 			"host":  "localhost",
 			"env":   "production",
@@ -54,16 +58,50 @@ var stripTests = []stripTest{
 	},
 	stripTest{
 		strip: []string{"host"},
+		keep:  []string{},
 		before: map[string]string{
 			"host": "localhost",
 		},
 		after: map[string]string{},
 	},
+	stripTest{
+		strip: []string{},
+		keep:  []string{"env"},
+		before: map[string]string{
+			"host":  "localhost",
+			"env":   "production",
+			"level": "info",
+		},
+		after: map[string]string{
+			"env": "production",
+		},
+	},
+	stripTest{
+		strip: []string{"env"},
+		keep:  []string{"host"},
+		before: map[string]string{
+			"host":  "localhost",
+			"env":   "production",
+			"level": "info",
+		},
+		after: map[string]string{
+			"host": "localhost",
+		},
+	},
+	stripTest{
+		strip: []string{},
+		keep:  []string{"env"},
+		before: map[string]string{
+			"host":  "localhost",
+			"level": "info",
+		},
+		after: map[string]string{},
+	},
 }
 
 func TestStripLables(t *testing.T) {
 	for _, testCase := range stripTests {
-		labels := transform.StripLables(testCase.strip, testCase.before)
+		labels := transform.StripLables(testCase.keep, testCase.strip, testCase.before)
 		if !reflect.DeepEqual(labels, testCase.after) {
 			t.Errorf("StripLables failed, expected %v, got %v", testCase.after, labels)
 		}