Triple H loves this trope. Whenever he's a heel he'll wear lighter colors, go clean shaven, clean his hair or even dye his hair to a lighter shade of blonde, all to invoke this. Contrasting to when he plays a face, he'll wear darker colors, muss his hair a bit, and grow out a beard.
During the 2009 feud between The Undertaker and Shawn Michaels, Michaels was dressed in white and used a lot of Christian iconography to contrast with The Undertaker, yet his attitude in the weeks prior to their match was less than admirable.
Michaels actually dressed up in a straight out white version of Undertaker's pre-match gear and did Taker's entrance to a T when he did this.
Being that his opponent is a self-professed embodiment of evil, a little insolence is justified.
Mordecai, a short-lived gimmick portrayed by wrestler Kevin Fertig. Mordecai dressed in all white and used a religious gimmick based heavily off of the Opus Dei as portrayed in The Da Vinci Code.
Fans had wondered how long it would be before Mordecai, who was a Knight Templar gimmick character, would end up in a feud with The Undertaker, since 'Taker is a case of Dark Is Not Evil and seems to play with the idea that Satan Is Good, or at least neutral. But Mordecai was only around for about two weeks or so and then vanished into thin air.
CM Punk started out as a rebellious and eccentric but still good-hearted athlete who avoided drugs and alcohol because "my only addiction is competition." As a face, he never tried to convert anyone to his "straight-edge" lifestyle and in fact was often mocked or even persecuted for his beliefs. All that changed in the summer of 2009, when his Money in the Bank world championship contract put him directly in contact with Jeff Hardy, another free spirit who had been known in the past for his occasional lapses into drug use. After winning the World Heavyweight Championship from Hardy and retaining it via questionable means, Punk became an arrogant character and declared that Hardy did not deserve to be champion because he was morally weak. As time passed, Punk became more megalomaniacal and finally convinced himself that it was his duty to be a "savior" to the "impure" people of the world. He gathered a cadre of followers into his "Straight-Edge Society" and finally emerged as a figure quite similar to the Reverend Jim Jones (although he physically resembled Charles Manson) whose followers virtually worshipped him and were willing to commit heinous crimes in the name of his "righteous" cause.
So, essentially, Punk as a face: Dark Is Not Evil. Punk as a Knight Templar heel: this trope. And knowing how Punk's character has actually been this way since before he even came to WWE, as well as how both the positive and militant sides exist to the straight edge movement in real life; Punk's career is essentially Truth in Television.
Punk developed further and further into this trope. After defeating Cena at money in the bank, being the "voice of the voiceless", discussing ice cream bars, fighting "the man" (John Laurinaitas), getting sympathy due to attacks from Alberto Del Rio and Kevin Nash, etc. Punk did a gradual face shift after reverting back to his old "Cult of Personality" theme music while reigning as the WWE champion. He and Cena and all the other top faces became buddies and stuff. He even went from wearing black shirts to white shirts. But this all turned out to be a facade and returned to his heelish ways by attacking Rock, Lawler, and being accompanied by shady manager Paul Heyman. In spite of this, he still touts the bright white shirt. For a while he still talked as if he was good, and attempted (quite eloquently) to justify his attack against the Rock, and how that wasn't betraying the WWE universe at all.
Alberto Del Rio, a Smug Snake aristocrat who is obsessed with money and the upper class. He tends to wear a white scarf to the ring, but has averted this at points by wearing a black scarf. This is also played straight with his white ring gear, but again averted with him sometimes wearing black gear.
Randy Orton in his early days with his golden pyro, flickering golden lights and even his theme song "Burn in my Light".
Goldust, in his "Seven" promo video for WCW, had switched to white makeup.
Cody Rhodes, formerly of Team Rhodes Scholars with Damien Sandow, is very well groomed, constantly smiles, and has a lot of white on his jacket these days.