diff --git a/build/root/Makefile b/build/root/Makefile
index f5cb0774052..401b8c44f45 100644
--- a/build/root/Makefile
+++ b/build/root/Makefile
@@ -46,12 +46,15 @@ GENERATED_FILE_PREFIX := zz_generated.
 # Metadata for driving the build lives here.
 META_DIR := .make
 
-# Our build flags.
-# TODO(thockin): it would be nice to just use the native flags.  Can we EOL
-#                these "wrapper" flags?
-KUBE_GOFLAGS := $(GOFLAGS)
-KUBE_GOLDFLAGS := $(GOLDFLAGS)
-KUBE_GOGCFLAGS = $(GOGCFLAGS)
+ifdef KUBE_GOFLAGS
+$(info KUBE_GOFLAGS is now deprecated. Please use GOFLAGS instead.)
+ifndef GOFLAGS
+GOFLAGS := $(KUBE_GOFLAGS)
+unexport KUBE_GOFLAGS
+else
+$(error Both KUBE_GOFLAGS and GOFLAGS are set. Please use just GOFLAGS)
+endif
+endif
 
 # Extra options for the release or quick-release options:
 KUBE_RELEASE_RUN_TESTS := $(KUBE_RELEASE_RUN_TESTS)
diff --git a/hack/lib/golang.sh b/hack/lib/golang.sh
index a2d2635a5f5..e1a55073b89 100755
--- a/hack/lib/golang.sh
+++ b/hack/lib/golang.sh
@@ -624,9 +624,9 @@ kube::golang::build_binaries() {
 
     # Use eval to preserve embedded quoted strings.
     local goflags goldflags gogcflags
-    eval "goflags=(${KUBE_GOFLAGS:-})"
-    goldflags="${KUBE_GOLDFLAGS:-} $(kube::version::ldflags)"
-    gogcflags="${KUBE_GOGCFLAGS:-}"
+    eval "goflags=(${GOFLAGS:-})"
+    goldflags="${GOLDFLAGS:-} $(kube::version::ldflags)"
+    gogcflags="${GOGCFLAGS:-}"
 
     local use_go_build
     local -a targets=()
diff --git a/hack/make-rules/test-integration.sh b/hack/make-rules/test-integration.sh
index 1b7d9803199..dbe7efc3616 100755
--- a/hack/make-rules/test-integration.sh
+++ b/hack/make-rules/test-integration.sh
@@ -70,7 +70,7 @@ runTests() {
   KUBE_RACE="-race"
   make -C "${KUBE_ROOT}" test \
       WHAT="${WHAT:-$(kube::test::find_integration_test_dirs | paste -sd' ' -)}" \
-      KUBE_GOFLAGS="${KUBE_GOFLAGS:-}" \
+      GOFLAGS="${GOFLAGS:-}" \
       KUBE_TEST_ARGS="${KUBE_TEST_ARGS:-} ${SHORT:--short=true} --vmodule=garbage*collector*=6 --alsologtostderr=true" \
       KUBE_RACE="" \
       KUBE_TIMEOUT="${KUBE_TIMEOUT}" \
diff --git a/hack/make-rules/test.sh b/hack/make-rules/test.sh
index 399b367419d..6d4cc2c748a 100755
--- a/hack/make-rules/test.sh
+++ b/hack/make-rules/test.sh
@@ -168,7 +168,7 @@ done
 shift $((OPTIND - 1))
 
 # Use eval to preserve embedded quoted strings.
-eval "goflags=(${KUBE_GOFLAGS:-})"
+eval "goflags=(${GOFLAGS:-})"
 eval "testargs=(${KUBE_TEST_ARGS:-})"
 
 # Used to filter verbose test output.
diff --git a/hack/make-rules/vet.sh b/hack/make-rules/vet.sh
index b93b91eb335..0b6efb05184 100755
--- a/hack/make-rules/vet.sh
+++ b/hack/make-rules/vet.sh
@@ -36,7 +36,7 @@ fi
 go install ./cmd/...
 
 # Use eval to preserve embedded quoted strings.
-eval "goflags=(${KUBE_GOFLAGS:-})"
+eval "goflags=(${GOFLAGS:-})"
 
 # Filter out arguments that start with "-" and move them to goflags.
 targets=()
diff --git a/hack/test-integration.sh b/hack/test-integration.sh
index 57f4eead099..ad928e03ffe 100755
--- a/hack/test-integration.sh
+++ b/hack/test-integration.sh
@@ -28,6 +28,6 @@ echo "The following invocation will run all integration tests: "
 echo '    make test-integration'
 echo
 echo "The following invocation will run a specific test with the verbose flag set: "
-echo '    make test-integration WHAT=./test/integration/pods KUBE_GOFLAGS="-v" KUBE_TEST_ARGS="-run ^TestPodUpdateActiveDeadlineSeconds$"'
+echo '    make test-integration WHAT=./test/integration/pods GOFLAGS="-v" KUBE_TEST_ARGS="-run ^TestPodUpdateActiveDeadlineSeconds$"'
 echo
 exit 1