Prince William goes undercover to sell Big Issue on streets of London

Prince William has been pictured selling the Big Issue magazine in central London, dressed in the distinctive red seller’s hat and vest.

The Duke of Cambridge quietly took to the streets of Westminster to sell copies of the magazine, which has been sold since 1991 to offer homeless people the chance to earn income.

The identity of the street vendor was discovered by various members of the public who stopped to take photos.

Vitalijus Zuikauskas, 40, who flew to London from Lithuania for the Queen’s Platinum Jubilee, was delighted when he stumbled across the Prince on Rochester Row in Westminster.

"After a big weekend, walking down the street and seeing the prince selling the Big Issue… I didn't believe it," he told The Telegraph.

"But after seeing a few people taking photographs around, I realised it was real.

"There were not many people there yet. He was really very kind and agreed to take a picture without any problems.

"It was a huge and pleasant surprise for me and the most memorable memory from London."

A cashier at the Sainsbury’s opposite where the Duke of Cambridge was stationed said she was "so happy" when she spotted him.

The 47-year-old told The Telegraph that the Prince was selling the Big Issue on the street for "a good 45 minutes".

"He was dressed in Big Issue seller’s clothes, and there was a crowd around him taking photos," she said. "At first I didn’t even realise it was him, because a lot of people sell the Big Issue on this street.

"A lot of us didn’t recognise him until someone came inside and said 'it’s Prince William!'"

She said it was "a shock" to see the Duke, but added: "He’s so down to earth. That’s why people didn’t recognise him at first. He was wearing normal clothes.

"I think when a royal comes down to sell the Big Issue it’s really uplifting to those who sell it. It gives them some confidence to go further."

'I don't know how I missed it!'

Mafalda Fortunto, 32, a receptionist at The Dentist Gallery, said she did not spot the casually-dressed Prince despite him posing for pictures just metres away.

"I saw lots of people standing outside talking in the morning," she said. "But I didn’t see him. It’s really common for people to gather outside.

"I don’t know how I missed it! I saw the photos of him outside, but not [Prince William]."

Ms Fortunto said she was disappointed to have missed the covertly-stationed Prince when fans gathered around him "just before lunch time".

One passerby thought he spotted a "celebrity" from a distance and took a photo, before investigating further.

Matthew Gardner, a retired police chief superintendent, posted on LinkedIn that his brother-in-law, who posed for photos with the future king, had spotted him on the London street.

'Honour to have a private moment with our future king'

"My brother-in-law was in London today and saw a celebrity, so he took a photo at a distance," Mr Gardner said in the post. "The celebrity saw the 'covert surveillance' effort and crossed the road to investigate further.

"What an honour to have a private moment with our future king who was humble and working quietly in the background, helping the most needy.

"These 'silent gestures' often go unrecognised.

"The finale to this unique occasion was when Prince William asked my brother in law if he wanted to buy the 'Big Issue', to which he replied; 'I have no change!'.

"At this point William produced a mobile card machine… you cannot teach that!

"Priceless, or should I say 'Princely'."

In the picture the Duke wore a casual navy blue shirt and denim jeans.

The street magazine was founded in 1991 by John Bird and Gordon Roddick, and is now published in four continents.

It was launched "in response to the growing number of rough sleepers on the streets of London, by offering people the opportunity to earn a legitimate income through selling a magazine to the public".

Big Issue and representatives of the Duke of Cambridge have been approached for comment.