The easiest (but not general) way is to restrict the limits of the x axis. The +/- 1:3 sigma will be labeled as such, and the mean will be labeled as 0 - indicating 0 deviations from the mean.
plot(x,y, type = "l", lwd = 2, xlim = c(-3.5,3.5))
Another option is to use more specific labels:
plot(x,y, type = "l", lwd = 2, axes = FALSE, xlab = "", ylab = "")
axis(1, at = -3:3, labels = c("-3s", "-2s", "-1s", "mean", "1s", "2s", "3s"))
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